Small Budgets - Products
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
Eat 'Em Like Junk Food
The "Eat 'Em Like Junk Food" campaign marked the first branding effort for Baby Carrots and an entirely new approach to getting Americans to eat their veggies. The campaign transformed the carrot business, reversed record declines in category sales, and ignited a cultural conversation around healthy snacking that didn't exist prior.
Brand: Baby Carrots
Client: Bolthouse Farms
Discover Boating is a boating awareness and general interest group charged with promoting this recreational pastime. The group faced a tough challenge when the economy plummeted and sent boat sales into a downward spiral. The boating lifestyle needed to be revived. Our main mission was to generate leads by putting the blast back into boating. To make waves with boating enthusiasts we created a dynamic flash game for Facebook which leveraged the power of social media to create interest. With an overly-modest media spend, our fishing boat, wake-rider and cruiser games exceeded the goals!
Brand: Discover Boating
Client: National Marine Manufacturers Association
James Ready Bar-Ter Night Campaign
James Ready is in the discount beer market, a highly competitive segment that's 40% of total beer sales in Ontario with over 40 different brands. So how could James Ready stand out during these tough economic times? To help their drinkers, and more specifically, poor university students, JR created the Campus Bar-Ter Night. Students were encouraged to spend their money on JR beer, collect the caps and trade them in for stuff they really needed. The program yielded a sales increase of 8.51% and market share growth of 31.01%.
Brand: James Ready Brewing Company
Client: James Ready Brewing Company
Agency: Leo Burnett USA